Branding Consultants Kapolei HI

Brand consultants help companies with their brand development and to develop brand strategies and their corporate identities. Their services include logo design, brand market research, brand assessment, and positioning validation. Check below to learn more about branding and to find qualified brand consultants in Kapolei, HI who can help your business.

Build Your Business with Strong Brands

You're having the gang over on Sunday to watch the football game on TV. Which pizza parlor do you call?

Your child needs braces. Which orthodontist does everyone in town go to?

You want to sell your house. Which Realtor do you call?

The answer is the same in each case: the one that has the best brand. Branding is important because it makes sales easier!

Realtors, dentists and restaurants all have brands. So does every small business in the world. Sure, we think that only Fortune 500 companies, like Coca Cola and Procter and Gamble have brands. But that's not true. Every company has a brand image. Whether the brand image is good or bad, or if it is well known or invisible is up to you.

If you're involved in marketing in any way, shape of form, you've heard the term "branding" but you probably couldn't define it. And if Regis asked you "Is that your final answer?" you'd probably take your money and run rather than risk losing your cash.

That's because if you asked 50 marketers to define "branding," you'd get 50 different answers. Very few people agree on what branding is, but they do agree that is important in building sales and profits.

So what are brands and why are they important to you?

Brands make selling easier!

Plain and simple.

To understand branding, we need to understand what branding isn't.

From my studies and research that includes hundreds of interviews with top marketing managers at large and small companies, I've come away with several conclusions:

A brand is not a logo, slogan, catchy saying, mission statement or publicity campaign.

A brand is about trust. You select a company because you trust them and the companies have credibility. These are two issues that are important to every company of every size.

When you travel along the highway and need a quick meal, do you stop at the local diner for a meal featuring the local cuisine - or do you pull in to McDonald's because you know the fries are always going to be the same?

People trust McDonalds. They will give up the chance for an innovative meal in favor of the trusted resource every time!

That's because people buy on emotion and justify with logic.

"Gee the local diner might be good, but it might take a long time and we're in a rush."

Is it any wonder why McDonald's is a multibillion-dollar enterprise?

Look at the best brands on the Internet: Yahoo, eBay and Amazon. What do they all have in common? People trust them!

In my seminars at Stanford and Berkeley, I always ask if people have bought books from Amazon. Most people raise their hands. I then ask if anyone has ever had a problem with Amazon. In one out of three seminars, one person out of hundreds will raise a hand. But they quickly say that Amazon resolved the problem in their favor, quickly and courteously.

I then ask if people have telephones. Everyone raises their hands. I ask if people have ever had a problem with t...

Pets.com: Branding Goes to the Dogs

The recent demise of Pets.com offers important points about building a brand on the Internet for businesses of all sizes.

Let's recap their story.

Pet.com entered a crowded playing field of startups that wanted to sell pet food, supplies and toys to price-conscious pet owners. The field also included bricks and mortar stores, like Petsmart.

Pets.com needed to stand out from the crowd. They did an admirable job by creating a lovable character, the sock puppet and a catchy slogan to answer the question of why shop at an online pet store: "Because pets can't drive."

They spun a good PR story about the creation of the sock puppet. They said their marketing team created a six-page bio of the character that included gender, age, personality and other traits.

They spent a fortune on TV ads that featured the sock puppet, whose sassy style did a great job in differentiating the company from others.

That's good branding.

As a result, pets.com was:

The leader in the online pet category

An award winning site, as rated by Gomez.com

Highest number of unique visitors in the category according to Media Metrix, Nielsen/Net Ratings and PC Data Online

Counted 570,000 people as customers

Yet, as the company noted in its press release "we are unable to continue operations."

But it obviously wasn't enough.

What went wrong?

You can't build a brand on a bad business plan. Sure, a lot of people own pets and they want to spend less money on pet food. But can any market support dozens of companies with the same business plan? The story of Pets.com tells us a resounding, "no!" Pets.com lost because they failed to learn an important rule: In a product area where the retailer adds no extra value, Pets.com was doomed to disaster the day the first wave of competitors came along. That's because if you plan to build a company by offering discounts, you will lose to the next company that comes along and offers a bigger discount. If the field is crowded, go elsewhere! Your chances of winning are slim. The cost per customer acquisition by companies like Pets.com is about $80. There's no way you make that back when you sell a product with a paper-thin margin - and have 10 other competitors doing the same. It's no wonder why Wall Street has punished dot-com look-alikes this year. Click here to read the rest of this article from EntrepreneurismBible.com

Be Unique and Build a Brand

By Karen Post

In a Sea of Sameness, Brands Must Stand Out

Just like a cattle brand, a commercial brand denotes a difference. Management guru Tom Peters says, "Be distinct or be extinct." Marketing veteran Jack Trout proclaims, "Differentiate or die" to survive in our era of killer competition. I say, "Run like the rest and you too will be road kill."

The essence of a brand is the mental imprint we plant on the minds of our market. Like a Brain Tattoo a brand creates feelings, emotions and an affinity to our products, services and companies. For years, large companies have devoted tremendous resources to the branding process. They know well-developed and executed brands create customer loyalty, block out competition, allow for greater profit margins and instill confidence in stakeholders. They also know that, for buyers, brands simplify choice, reduce risk and purchasing anxiety, enhance self-image and save time. This same branding formula can work for a small business or a nonprofit as well as develop a personal identity.

A strong brand is the bond to the buyer. It must be relevant, distinct and memorable. In a society of so many choices, being different can be the determining factor in the decision-making process. Today in all industries there are many similar business models, products and services-all paddling for survival in a sea of sameness. Cover the logo on an ad and you often have no idea what company placed it. The same thing happens with company names, brochures and specialty items: Many look like twin sisters with the same focus on features, no benefits and promises, cookie-cutter language and nothing that sets apart the brand. Yet many wonder, "Why is our brand so weak?"

As business leaders and entrepreneurs, we must have the courage to be different, leave our comfort zones and stay committed to our brand difference over the long haul. Brands are not built in a day; many take years. However, the cumulative affect can produce astounding value outweighing the time and money invested.

So how does a company, product or service stand out and land a brand? You must first completely understand the true meaning of the words distinctive and unique. I travel around the country and speak to high-level business leaders about their brand difference. Many contend that it's their "service and product" that set them apart. Ironically many times their competitors sing the same song, and both are lost in the deep sea of sameness, getting nowhere.

In most cases, service and product alone are not strong points of difference in a brand. And even if they were, most buyers are so jaded by this proposition it's a very hard sell. Brand positioning with the lowest price is also a dangerous avenue to take. Today's buyers hear this claim too often and are very skeptical.

Depending on your circumstances, one or a combination of the following can be the starting point to distinguishing your brand. Once you decide on your uniq...

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